LinkedIn bolsters Thought Leader Ads with new feature

LinkedIn is rolling out a new feature that will allow advertisers to “sponsor content from any member”, not just those that belong to employees.

The announcement:

Did you know that nearly 73% of decision-makers say that an organisation’s thought leadership content is a more trustworthy basis for assessing its capabilities and competencies than its marketing materials and product sheets?

As such, LinkedIn has announced the expansion of its Thought Leader Ads’ capabilities so advertisers can sponsor content from any member – not just employees – to enable brands to amplify a diverse range of influential, trusted, and expert voices and member posts on the platform. With this expanded capability, brands can showcase voices beyond employees, for any Page or Showcase Page they manage, and reach new audiences on LinkedIn.

Speaking on this new ad format, Matt Tindale, head of enterprise solutions, APAC, at LinkedIn said, “B2B influence has taken off in the past year as brands recognise that it is critical to building audience trust. People are at the heart of thought leadership, and when trusted voices – employees, executives, and experts – authentically promote a company’s insights – it is a powerful way for brands to reach new audiences, build credibility, and support community-building. With this expanded capability, brands can promote member posts that align with their purpose and collaborate with trusted expert voices to build larger influencer marketing campaigns and reach new audiences. We’re excited to see how companies creatively leverage this ad format as part of their marketing mix in the coming months.”

Availability: Thought Leader Ads for non-employee members will be available in APAC by the end of March 2024.

Source: Medianet


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